No sale can be completed without the corresponding commitment and action by the prospect. If an insurance agent can decode the thinking and behavior of the prospect, it helps to close a deal faster.
It is important to understand the needs of the following 8 types of insurance prospect:
(a) The procrastinator
You have done the presentation, but the prospects are not quite ready to make any commitment. They procrastinate. The procrastinators may appreciate the importance of insurance but they don’t see the urgency of taking any action.
When dealing with procrastinators, you have to discover their priorities, stress the benefits they receive and highlight the consequence of inaction. Show them how the insurance product can fill their needs and at the same time let them know the cost of waiting.
(b) The amiable
The amiable value harmony and avoid conflicts, arguments, or fights. They are usually calm, relaxed and can get along with people easily. On the other hand, they may not display much enthusiasm. You may have tough time guessing if they are interested in your presentation.
It is helpful to involve them during your sales interview by getting them to share their thoughts and how they feel about insurance. Try to ask the right questions that can help bring their concerns and insurance needs to the surface.
(c) The opinionated
The opinionated may have some knowledge about insurance and know what they want. When making recommendation, you should put yourself in their shoes and understand their reasoning for their choice of insurance products.
You should not over emphasize products that they find are not necessary. You could however acknowledge their product choice and highlight how other products can further enhance their insurance coverage and let them make an informed decision.
(d) The shopper
The shoppers love to compare. They may compare the insurance companies and the insurance products. Do research to understand products from different insurance companies. This would satisfy their needs for comparison.
(e) The expressive
The expressive are energetic and very animated. They enjoy talking and lose focus easily. You need to ask appropriate questions to bring them back to insurance subject.
Avoid hard facts and don’t overwhelm them with too much information. Use phrases that sound music to their ears such as “trust me”, “it is awesome”, “you will enjoy” that have “wow!” effect.
(f) The follower
The followers make decision based on popular choice. They are of the view that nothing should go wrong with a popular product. The followers need assurance that the product they are going to purchase is accepted by many people.
(g) The skeptics
The skeptics analyze things and take time to evaluate what you tell them. Trying to close a sale with the skeptics can be difficult. They are afraid of making a bad decision.
The skeptics may be inquisitive and full of questions. You have to answer all the questions they ask and also those they do not ask. Be honest about the pros and cons of your product.
Demonstrate your professionalism and credibility. Patience is a virtue when you have skeptics as your customers. Never pressure them into making a decision. Several follow-ups may be necessary before you can seal the deal.
(h) The Dominant
The dominant like to take control. They know exactly what they want and don’t want to waste time to shop around. If you appear confident and professional and present what they need, you will win their business.
When talking to the dominant, don’t beat around the bush. Talk to them about the product benefits and results they will get. They do not like lengthy and repeated explanation. You have to be very precise when answering their questions.
Knowing each prospect’s behavior style and personality will let you know how to effectively deal with them in order to meet both their product and psychological needs before closing any deal.